45
Test Rides booked*
17
Markets across Europe
13,931
People Reached
Our ongoing relationship with the iconic brand Harley-Davidson® saw them approach us to assist in promoting their participation in the 2024 Africa Eco Race, featuring the impressive performance of Joan Pedrero and the stock Pan America™ 1250 bike.
The challenge was to showcase how this bike held its own against competitors' race-prepared bikes and drive engagement for test rides.
To achieve this, we designed a comprehensive campaign leveraging email marketing, social media, and a custom Salesforce CloudPage.
Custom Salesforce CloudPage
Our team built a dynamic landing page tailored for 17 European markets. Featuring:
By pulling content directly from the Harley-Davidson database, we ensured each visitor received relevant information in their local language and market, enhancing user experience and engagement.
This Salesforce Cloudpage was the centre of this campaign with Africa Eco Race and Pan America™ featured throughout. This helped create a buzz around Pedrero’s journey and showed the bike's versatility as it won the maxi trail category.
Video series & paid social media
The centrepiece of our campaign was a five-part video series documenting Pedrero’s journey and localised for multiple languages.
These videos were:
We also created a high-impact trailer from the race footage, localised for targeted paid YouTube ads across 17 markets.
Email Marketing
A dedicated email campaign saw us reach over 460,000 subscribers. AmpScripted content determined copy translations based on the recipients' language and market and Send Time Optimisation ensured each individual recipient received the email at the best time for them.
The email content featured:
And saw great engagement rates with a 32.2% Open Rate and a 3.88% Click-To-Open Rate.
Overall, this dynamic and localised campaign effectively highlighted the participation of Harley-Davidson in the Africa Eco Race, drove significant engagement across multiple markets, and showcased the impressive capabilities of the Pan America™ 1250.
The strategic use of video content, targeted social media and personalised landing pages played a crucial role in achieving these results.
*This resulted in 45 test rides booked for the featured bike over the campaign period.
The landing page saw 13,931 views with an engagement rate of 6.78%.
The campaign email was sent to over 460,000 recipients, with a CTOR of 3.88%.
You bring the challenge, we form the solution.
